Google had previously pledged to keep Fitbit data separate from its ads business, but the EU didn't accept it. What you need to know The EU will now investigate Google's $2.1 billion Fitbit purchase over a period of 90 days. The body has concerns over whether Google could use wearable data to boost its online ads business. The EU will also look into whether Google could degrade the experience of rival smartwatches and bands on Android once the purchase is completed. The EU is opening a full-scale investigation into Google's Fitbit purchase, the body announced today. News of the impending investigation was reported last week by CNBC. The European Commission is assessing the purchase over concerns that Google could use data from Fitbit users to build out its already formidable advertising business. It believes that data collected from wearables appear to be such an advantage or personalised ads that Google's rivals would never be able to compete if the company chose to integra...
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